ne look around the bustling San Francisco warehouse and it is hard to believe Rebel8 started with nothing more than $500 dollars and a prayer. It’s the end of the winter fashion line. Mid-size brown boxes clutter the floors and shelves. Baseball hats line steel shelves. A handful of employees line the circumference of the room, operating computers and occasionally glancing out the window to take in a glimpse of the south side of the city.
Rebel8 creators Josh D. and Mike Giant met in 1999 and instantly became friends. In 2003, Josh D. had Giant sketch out the Rebel8 design. Later, Josh D. used it as the logo for the brand. But Rebel8’s success was not immediate.
Rebel8 began in Josh D.’s bedroom. Using only $500 dollars, he printed a few of Giant’s designs onto t-shirts and sold them to friends. Money from the first shirt sales went right back into the company to print more shirts.
Just like Rebel8, Josh himself grew up in the Bay Area. With dark denim jeans, black sneakers, and a sleeveless Budweiser shit exposing arm-length tattoos, it is easy to picture Josh D. blending into the Mission district of San Francisco. During the interview, he even pulls down his lower lip to expose a “Fuck You” tattoo.
Yet despite what his appearance may suggest, Josh D. runs his apparel business meticulously. He attributes Rebel8’s success to its natural growth.
“It did not come together all in one day,” says Josh D. “It’s been all organic growth. It’s been evolving at a fast, but natural pace.” Jokingly, Josh D. explains that he runs his business like a drug dealer.
“I don’t give out the product without getting money first,” says Josh. “Anytime you grow too fast you could set yourself up for failure, but not if you grow naturally.”
Apparently the formula works. The apparel company now threatens to outgrow its current warehouse. The big clothing stores that once declined to carry the brand are now clamoring to stock the shelves with Rebel8 gear.
But Josh D. wants to remain loyal to the humble roots of the brand.
“We’re not willing to sacrifice the brand, and we also don’t want to sell out when we have so many loyal fans,” he explains. Josh D. attributes many of his loyal fans to the company’s San Francisco location. Originally, Josh D. says, it was hard to get noticed.
“Being in San Francisco hurt us in the beginning,” he says. “It was really hard to get attention at first. We tie a lot of [the city’s landmarks] into our apparel. But now we’re legitimate in the city because we started here.”
In the meantime, Rebel8 is gearing up for the spring and summer apparel lines. Fans can anticipate further progression of the cut and sew-style clothing as well as several new t-shirts and hats.
Story by: Nicolet Corliss
Photography by: Coby Zeifman
